An investigation into gamification as a customer engagement experience environment
Tracy Harwood (Institute of Creative Technologies, Faculty of Technology, De Montfort University, Leicester, UK), Tony Garry (Department of Marketing, University of Otago, Dunedin, New Zealand)
| Year of publication: |
2015
|
|---|---|
| Authors: | Harwood, Tracy ; Garry, Tony |
| Published in: |
The journal of services marketing. - Bingley : Emerald Group Publishing Limited, ISSN 0887-6045, ZDB-ID 1027140-5. - Vol. 29.2015, 6/7, p. 533-546
|
| Subject: | Brand community | Customer engagement | Netnography | Gamification | Customer engagement behavior | Customer engagement emotion | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Kundenintegration | Customer integration | Markenführung | Brand management | Social Web | Social web | Emotion | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JSM-01-2015-0045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011418363